Steph Curry is known for being a game-changing athlete to the basketball world who has arguably changed the way the game has been played recently.

Now he’s switching gears to make an even bigger splash in the athletic apparel industry to compete with the likes of Nike’s Jordan brand.

According to an announcement from Under Armour, the brand has landed a partnership deal with the three-time NBA champion and two-time MVP to launch the Curry Brand — a purpose-led performance brand with a goal to ensure every young person has access to sports gear.

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“Curry Brand is about changing the game for good. It’s achieving greatness no matter what your circumstances are,” according to the brand’s landing page. “It’s about pushing yourself to the limits…it’s about impact at the end of the day.”

For years, the Under Armour brand has committed its work to making athletes better, both on and off the court. Now through the newly-launched Curry Brand, it’s setting out to make an even bigger impact that will create more accessible opportunities for young people around the world.

“Through the community work I’ve done with Under Armour for over a decade, I’ve learned that talent is everywhere, but opportunity is not,” Curry said in a press statement. “All of our work together has been dedicated to creating a more equal playing field that closes the gap between those two areas. Through Curry Brand, along with the work of Ayesha and my foundation Eat.Learn.Play., I now have a long term plan to continue to address the barriers to sport that often hinder and limit a child’s potential for greatness.”

This new venture will largely focus on partnerships that will provide opportunity for youth sports in underserved communities worldwide.

Furthermore, it will provide apparel and equipment while also creating safe practice spaces for kids to ensure all coaches are engaged in professional development.

Along with its new partnership, Under Armour and Curry are also bringing their brand goals to the Oakland Unified School District to revive the sport of basketball in each middle school.

Additionally, the Curry Brand is also partnering with the Positive Coaching Alliance to offer professional development for every youth sports coach in the Oakland Unified School District plus Oakland Parks, Recreation & Youth Development.

According to the brand’s announcement, as the Curry Brand builds out its portfolio of partners and impactful business model, it is committed to helping over 100,000 young athletes by the year 2025.

“Now more than ever, sport is an increasingly important aspect of our communities, and the fact that some young people never get the opportunity to participate is a problem,” said Under Armour CEO, Patrik Frisk, in a statement. “This problem, however, is something Under Armour and Stephen Curry felt that we could confidently work to solve together, so with our shared values in mind, we created Curry Brand to do just that.”

For more information about the Curry Brand, click here.

Jordan

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